'Finding Dory' to raise Rs 20 crore from brand tie ups in India

Disney is already in a happy spot. Around 16 brands across different segments have come on board to associate with its next release (which is a Disney-Pixar production), ‘Finding Dory,’ the sequel to ‘Finding Nemo’.

Myntra, Macmerise, Bioworld, Parragon India, My Baby Excel, Hamee, Hamleys and Firstcry have partnered with Disney to launch brand merchandise and ecommerce tie ups. The associations are speculated to bring in Rs 20 crore to the studio according to sources.

The associations include branded consumer products across categories like apparel, toys, bedsheets, mobile covers, mugs, frames and books. Meanwhile Colgate and Yakult have also tied up for media promotions.

Abhishek Maheshwari, VP and Head, Consumer Products, Disney India, comments, “’Finding Nemo’ was one of the most successful Disney-Pixar movies and we are very confident that the then younger audience, who are now grown up to be young adults/ parents will come to watch ‘Finding Dory’ and at the same time introduce the franchise to their young ones. It’s heartening to see Indian brands opening doors to collaborate with animated films and we are proud to have as many as 16 brands on board, which is by far the highest for any animation film.”

Supam Maheshwari, CEO, Firstcry.com adds, “We constantly look at opportunities to bring the Disney stories and characters alive through our collaboration with their popular franchises. For Finding Dory, we have launched a range of T-shirts for infants and kids. The association with Disney is perfect for magical storytelling through fashion design.”

“Finding Dory’ is one such successful story where we are seeing a lot of traction on the sales front. We are planning multiple activities across our stores in association with Disney over the next two weeks to promote the movie and the merchandise,” said Manu Sharma, Head of Products, Hamleys

Disney India’s marketing and promotional strategy for ‘Finding Dory’ (which is releasing today) focuses on two key points: Reaching out to ‘Finding Nemo’ fans and building affinity towards Dory, especially with kids. This included tie-ups with media houses to host special activities. It has also partnered with PVR cinemas, Imagica and Hamleys for character-centric activities.